Sales Performance International (SPI) was one of the world’s largest sales training companies.
They hired a subject matter expert (Brad Ansley) from the pharmaceutical industry to build a
life science practice. Despite Brad’s expertise, the practice floundered because SPI had little
name recognition or credibility in the industry. Brad led with a program — “Evidence-based
Solution Selling”– but it wasn’t resonating with prospects.
I was retained as SPI’s acting-CMO. One key objective was to create a model for creating
successful industry-focus practices, starting with Life Sciences. Here’s what I did:
1. Helped Brad to better define his value proposition from the client’s perspective, and identify the trigger events creating the need for our solutions, and the buying process.
2. Created buyer personas and redefined the practice’s capabilities and solution portfolio.
3. Created a new brand (SPI Health), corporate identity and website for the practice.
4. Created a buyer-centric “video first” editorial calendar based on the issues most relevant to them at the right time during their business cycle. This positioned Brad as an expert and brought his personal brand to life more effectively.
5. Created a new promotional strategy. This included database building, email, digital ads, social media, awards, live events, and trigger-event based Execugram campaigns.
6. Executed relentlessly.
The impact was quick and substantial. Over a 3-year period:
• Web traffic increased from 0 to over 5,000 visitors per month
• Sales accepted leads for SPI Health increased 7x
• +$500K opportunities increased 4x
• New-customer, New-business (NC-NB) pipe increased 5x
• The practice grew from $1.5 million to $8 million
and is now 40% of SPI’s business